Purpose: The rapid adoption of social media has resulted in a fundamental shift in the way communication and collaboration take place. While social media is recognized as an important marketing communication tool, it has become overlooked how social media marketing activities (user-generated and firm-generated content) influence brand equity…

The present article describes the main tools for promoting the educational services in the Russian State Social University, such as advertising in the media, outdoor advertising, exhibitions and fairs, open days, master classes, round tables, conferences and seminars, internet advertising, social networks, communities in social networks, and…

Despite growing interest in data visualization and graphically aided reporting, the evaluation literature could benefit from additional guidance on systematically integrating visual communication design and marketing into comprehensive communication strategies to improve data dissemination. This article describes the role of targeted communication…

Relationships are key to the success of everything higher education hopes to accomplish, from recruiting the next class to retaining them, guiding them to graduation, creating successful alumni, and fostering satisfied donors. Creation of those relationships can be engaged and facilitated by the technology, communications tools, and ideas…

Although advertising has played a key role in bringing corporate social responsibility (CSR) to the public agenda on behalf of agency clients, little effort has been made to define what social responsibility means in advertising. A national survey of 1,045 advertising and marketing communications students from 176 colleges and universities were…

This exploratory study demonstrates the effectiveness of using practice-based and client-focused active learning exercises to develop applied skills and better position the student as a candidate with both practical competencies and strong book knowledge. Findings from surveys of business managers indicate the need for real-world application of…

Expectations from the business world and business school accreditation bodies to create learning outcomes that enhance students' understanding of ethical concepts call for marketing educators to integrate ethics into their pedagogy. This paper summarizes a debate activity used in an undergraduate marketing communications course. Debates engage…

Purpose: The purpose of this paper is to examine how Finnish higher education institutions communicate market differentiation on the admissions webpages of their international business and technology programmes when attempting to appeal to prospective students and distinguish themselves from other institutions. Design/Methodology/Approach: The…

The discussion of sustainability reporting rarely addresses the inherent paradox within this concept--tremendous costs associated with sustainability efforts and lack of direct return on these investments. This study contributes to the discussion on sustainability by studying this paradox from the linguistic standpoint in order to answer a simple…

This paper proposes that gratitude has a place in enabling us to understand students' experiences of higher education, and this has an implication for higher education (HE) marketing. This research examines the evidence for and focus of gratitude within the context of an undergraduate course with high levels of student satisfaction. It finds that…

The process of developing intercultural competence requires students to decenter from their existing frames of interpretation. Dissonance creates opportunities to question assumptions by challenging the primacy of perspectives, fostering skills to grapple with new knowledge and the ability to think more dialectically about the world. The present…

The study of video games can be fun, and it is interesting to see what players can explore inside video games. This paper explores public policy practice and its political content or aspects in video games. The very idea itself may sound vague and unclear; can such a thing be found inside a mere video game? To strengthen the argument of what kind…

Audience analysis is essential for creating successful messages across communication fields. The audience persona is an effective tool for understanding the characteristics and needs of a target audience. Through this unit activity, students experience the process of persona development, build skills in data collection and analysis, and gain…

The management of diversity and inclusion is a major challenge for businesses in developing inclusive products and marketing strategies focused on people with disabilities. Universities can foster positive attitudes toward inclusiveness if they facilitate student recognition of differences as assets and enable them to appreciate the creation of…

After a lulled period there is renewed debate in first-world institutions for increasing interdisciplinary studies and research. The literature has occasionally attempted to capture what "true interdisciplinary work" was and to lure the unbelievers with the use of metaphors, fables, and stories that has led to confusion. As a result,…